AI can easily train anyone on the *tactics* of how to sell. Its weakness is *strategy*—the who, what, when, where, and why. This shift means that salespeople who can think strategically and understand customer context are more valuable than ever.
Buyers use AI to research you, and that information can be outdated or inaccurate, creating a distorted perception before you even speak. To combat this, directly ask them what they've learned and offer to clarify. This allows you to control the narrative and establish a shared reality.
Every deal has potential "snipers"—internal stakeholders who can secretly sabotage it (e.g., an overworked IT team). Use AI prompts to research the target company and identify these personas. Then, proactively engage them to address their specific concerns and neutralize their objections.
Instead of being the sole point of contact, build multiple "bridges" by connecting your company's leaders (CEO, Head of Product) with their peers at the buyer's organization. This creates broad organizational trust, making your company a safer, more integrated partner than the competition.
A common sales mistake is delivering a one-size-fits-all pitch. The initial discovery must be tailored to the contact's role. End-users care about personal efficiency—making their job faster and easier. Executives care about broader strategic goals like risk mitigation and growth initiatives.
In the past, successful salespeople were like athletes: disciplined and able to execute a playbook. With tactics now commoditized by AI, the advantage has shifted. Companies now need strategic thinkers—like chess players—who can deliver unique insights and outmaneuver the competition.